How Web.com upsells and cross-sells its clients
Whether you’re a DIYer or full service client, Web.com wants to make a mint selling you more than just a domain name.
If you’ve ever registered a domain name at Register.com or Network Solutions, then you’ve undoubtedly received their follow-on sales pitches. These pitches cover everything from Facebook services to premium domains.
Web.com CEO David Brown gave a good, succinct description of how this works on the firm’s earnings call yesterday.
…let’s take an example of do-it-yourself client who came to buy a domain name. The sales process actually begins at the instant that they come to the website as they pick their domain name. They then go through a process where they’re offered other services that would make that domain name really valuable, things like privacy for the domain name so they don’t get spammed by the rest of the world and then a website so they can get some value from it. And then periodically, thereafter, they receive e-mails from the firm, and they’ll also receive a welcome phone call from the firm, making sure that they’re having success with their fresh product and offering them additional things. That’s a DIY client, domain client. If it was a client calling us, who bought — who saw our TV ads, they would be buying our fresh custom website product, which has almost 10 different products bundled together and it gives them everything they need to get found on the first page of a local Google search. And so then they’re going to get follow-up phone calls talking regarding things like Facebook and some of our other enhanced products. So it is an ongoing marketing effort and client service effort, whether you’re a DIY client or a do-it-for-me client. And it starts from the instant you make contact with us.
